New Image of Chinese Typography: Typography Design in Hypertext

• Main Authors: Hsun-hung Shen, 沈信宏
• Other Authors: Kuei-to Wang
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/r2rw7p

碩士 === 朝陽科技大學 === 設計研究所 === 94 === Type is not only the carrier of linguistic message, but also a kind of emotional media in comparison with the graphics. Through the combination, stack, and arrangement of the type in the formal space, which is more than the literal meaning; it also acquires an artistic value: the interpretation of formal expression and the denotation of the relationship between positive and negative space. Other than 2D and static performance, type directors design with type kinetically in the space. This study aims at performing visual design with type as the major element, and conducting the regulation, induction, and investigation to the formal expression. This study focuses on the attributes analysis of the kinetic Chinese Typography and the development of its workable style. Consequently the induction can be reference for the typography researchers as well as designers in the future, as well. During the research, it is discovered that the interpretation of kinetic typography could be nonlinear and the receivers own a highest power on reading. Therefore, by processing various kinds of reading concepts adapted from transcendent works, this research discusses the relationship of transformation and interaction of reading privileges between receivers and performers. After the analysis and discussion of the kinetic form, this research indicates that the elements constructing the kinetic typography can be grouped into four categories: space, time, type form and text meaning. There are twenty-two presentation forms under these four elements. Besides, this study based on the characteristics of Chinese typography further develops five more forms to enrich what''s hidden behind the kinetic typography of Chinese. In the context of today�� interrelated application of digital media, the performance of this design research can provide the designers in the field of TVCF, MTV, film title, exhibition design and web animation with reference of performance as well as a source of design inspiration.